Hotel website, booking service and travel club Mr & Mrs Smith has worked with brand consultancy Goosebumps to help amplify its core brand and return to its brand values with a national print marketing campaign.
Set to launch in the first week of January, the new campaign aimed at the late twenty - early thirty-something audience takes the Mr & Mrs Smith brand back to its roots. The ads themselves feature informal, spontaneous style images and slogans which reflect the brand’s values. The campaign will feature in Vanity Fair, Tatler, GQ, Harper’s Bazaar and Elle, among others.
Mr & Mrs Smith began life as a boutique hotel guidebook published 10 years ago, since then the brand has grown and in a move masterminded by Goosebumps Smith Collections was created last year to become the new parent brand for the company’s portfolio. Smith Collections includes Mr & Mrs Smith, Smith & Family, Smith & Friends, and Smith & Co.
Mr & Mrs Smith CEO and founder, James Lohan, commented: “We wanted to reassert Mr & Mrs Smith’s distinct identity as young and fun, and felt a brand-reinforcing campaign to remind people of our slightly mischievous roots would be the perfect tonic.
“I don't believe any other travel company would get away with skinny-dipping and after-dark croquet shots and I hope the gently suggestive images and provocative lines bring a smile to people’s faces and inspire them to whisk someone special away for a romantic break.”
Simon Cotterrell, strategic partner at Goosebumps, added: “The campaign seeks to reaffirm the essence of the brand, which people fell in love with at its conception – a sexy, flirtatious offering targeted at young couples. With a fresh take on this concept 10 years after Mr & Mrs Smith was established, we are aiming to capture a more youthful audience, with the young professional at its core.”